Putting the new IVF policy into practice: your competitive edge

What you need to know:
With IVF access and affordability gaining national attention, employers have an opportunity to rethink how fertility benefits are delivered. Integrated, clinically managed fertility and maternity care can improve outcomes for employees while helping organizations control rising costs.

Fertility care at a glance: 

• Fertility care remains expensive and unevenly accessible for many employees
• Traditional benefits often lack coordination, clinical oversight, and continuity into maternity care
• Unmanaged fertility treatment can drive unnecessary spending and higher-risk pregnancies
• Integrated fertility-to-maternity support from Maven helps employers improve outcomes, equity, and retention

Approximately 1 in every 6 people of reproductive age worldwide experience infertility in their lifetime, but with a single cycle of IVF costing over $23,000, many people are priced out of being able to access the fertility treatments they need.

Recent federal initiatives have targeted these often prohibitive costs: In February 2025, the White House issued an executive order, called Expanding Access to In Vitro Fertilization, in which the President vowed to lower costs and reduce barriers to IVF. Then last October, the White House issued new guidance outlining what that vision could look like in practice.

Forward-thinking organizations can turn this moment into a competitive advantage as fertility care sits firmly in the national spotlight. In a recent webinar, Caitlin Ardrey, Senior Director of Fertility Program Strategy at Maven, Leanna Lilly, Director of Benefits and Mobility at Service Titan, and Sophia Icavelli, Maven member and Manager of FinTech Utilization at Service Titan focused discussed how integrated fertility and maternity care can create better outcomes for employees and measurable value for employers.

The current landscape of fertility benefits

Service Titan is a frontrunner in providing employees with comprehensive fertility care. Their workforce has grown to over 3000 employees, and has partnered with Maven for around five and a half years.

Service Titan started its partnership with Maven through the maternity program. In 2025, they decided to carve their fertility benefit out of their health plan with Maven, expanding coverage for single moms and same sex couples.

Icavelli has been with Service Titan for seven years, and has utilized Maven benefits to their full extent. She shared how the support she received was integral to her pregnancy and postpartum journey in the webinar.

However, not all companies provide this level of coverage. Results from our 2025 State of Women’s and Family Health Benefits for global companies show that only:

• 44% offer adoption or surrogacy support
• 45% offer fertility support for men and women
• 57% provide support for preparing to have a family before trying to get pregnant
• 58% have maternity support during pregnancy and postpartum

The good news is that 48% of employers plan to expand their fertility coverage to ensure broader access.

Why traditional benefits fall short

Spiralling costs are a significant drawback of traditional fertility benefits. Over 70% of employers say that the cost of fertility care has increased for their organization, while nearly a third of employees seeking fertility treatments have taken on debt to cover treatment.

In addition, these plans often lack personalized support. Employees are all led along the same treatment route, with early interventions overlooked and postpartum care highly inconsistent. This contributes to high costs and is detrimental to employees' mental and physical well-being.

During the conversation, some key issues emerged:

IVF as the primary intervention

Many employees are led to believe they need fertility treatments to build their families and are led straight to treatments like IUI and IVF. However, in many cases, personalized preconception support can help people achieve pregnancy through other means—like addressing pre-existing conditions—without turning to costly, intensive treatments.

On average, women will go through three to four failed IUI cycles or six rounds of IVF before successfully conceiving. At around $23,000 a cycle, these costs add up quickly for employees and their companies.

Medication inflation

Fertility drug costs have increased 84% over the past decade, and employers often don't realize how much of their claims spend comes from rising pharmacy costs that are tied to unmanaged IVF cycles.

High-risk pregnancies

There’s also a connection between fertility and maternity care due to costs that are driven by high-risk pregnancies.

When multiple embryos are being transferred, for example, the likelihood of a multiples pregnancy, and then down the line, NICU admission, increases. These are among the most expensive cost drivers in maternity care, with the average NICU stay costing over $60,000 a week.

How Maven’s partnership with Service Titan is making a difference

Service Titan has seen impactful results as a result of implementing Maven benefits. The number of babies being born among their employees is nearly double that of their high-tech peers. However, their costs are manageable because of the benefits and systems in place to support their people.

Lilly also shared that she has had many employees tell her that while they haven't had kids yet, they plan to stay with the company until they do. They see Service Titan as where they want to be to build a family, highlighting how the right fertility benefits can improve retention and employee loyalty.

Icavelli’s real-life experience is a particularly poignant example of how Maven is making a difference at Service Titan. Maven became a defining part of her pregnancy and postpartum journey, especially amid the uncertainty of the COVID-19 pandemic.

Early on, she faced an unexpected setback when her OB retired mid-pregnancy, leaving her without care at a time when stress levels were already high. Unsure where to turn, Icavelli reached out to her Maven care coordinator, who quickly stepped in to help. Within a day, she had a tailored list of local OBs who were accepting new patients and met her specific preferences, saving her hours of research, phone calls, and added anxiety during a high-risk first trimester.

As her pregnancy progressed, Maven continued to act as a steady, always-available source of support. Icavelli needed specialized scans at a time when access to care was limited. Maven helped her locate facilities that could provide the necessary monitoring, ensuring she didn’t fall through the cracks of an overstretched healthcare system. Alongside clinical guidance, she made full use of Maven’s educational resources, from birth planning and breastfeeding classes to infant CPR, helping her feel informed, confident, and prepared at every stage.

The impact of Maven became most critical after her son was born. Following an emergency C-section and an early discharge from the hospital, Icavelli began to feel that something wasn't right. Her first instinct was to contact her Maven coordinator, who immediately recognized the warning signs and urged her to seek urgent medical care. That intervention led to the diagnosis of postpartum preeclampsia, a potentially life-threatening condition, and, as Icavelli reflects, quite literally saved her life. Knowing she had 24/7 access to expert guidance gave her the confidence to act quickly when it mattered most.

Beyond the immediate health support, Maven also played a key role in helping Icavelli prepare to return to work. Her care coordinator offered practical advice on pumping, sleep routines, childcare options, and the emotional transition back into professional life. Rather than feeling overwhelmed or unsupported, Icavelli returned feeling prepared and valued.

For her, Maven wasn’t just a benefit; it was a signal that her employer genuinely cared about her well-being beyond the workplace, fostering a sense of loyalty and trust that lasted long after her maternity leave ended.

“Without Service Titan offering me Maven, my pregnancy journey, my birth journey could have ended very differently, and I was excited to come back to work. I was excited to come back and be a part of this company that cared so much about me and my journey.”

Driving better fertility and maternity outcomes with Maven

The effect of our comprehensive fertility care is far-reaching. Employers that partner with Maven have seen an average of:

• $9,600 in savings per birth
• A 27% lower NICU rate
• A 15% reduction in C-section rates

Due to the support they receive before even trying to conceive, 30% of our fertility members achieve pregnancy without treatment. And this support doesn’t just have a positive impact on their personal lives; it makes a tangible difference to them as employees, too. 70% of maternity members report being more productive at work, and 96% of family building members indicate that they are more loyal to their employer as a result of having these benefits accessible to them.

“These aren't abstract metrics. They reflect healthier parents, healthier babies, and more efficient healthcare spending.” - Caitlin Ardrey

What sets Maven apart: clinically managed, end-to-end fertility and maternity care

Unlike traditional fertility benefits that focus primarily on access to treatment, Maven delivers a clinically managed model designed to support employees across the entire family-building journey. From preconception and fertility through pregnancy, postpartum, and return to work, care is coordinated, continuous, and grounded in evidence-based best practices.

Maven’s clinically managed fertility benefit pairs early assessment with proactive clinical oversight, ensuring employees receive the right care at the right time; not simply the most intensive intervention. By identifying underlying health factors early and guiding treatment decisions throughout the journey, Maven helps reduce unnecessary IVF cycles, mitigate clinical risk, and create a more predictable cost structure for employers.

What truly differentiates Maven is the seamless integration between fertility and maternity care. Rather than treating these stages as separate benefits or handoffs, Maven provides continuity across critical transitions, reducing gaps that can lead to high-risk pregnancies, fragmented care, and avoidable downstream costs. Dedicated care advocates, access to specialized clinicians, and ongoing education ensure employees feel supported at every stage, while employers benefit from improved outcomes and more efficient healthcare spending.

With fertility care now being prioritized at a national level and new federal guidance focused on affordability, access, and flexibility, employers have a rare opportunity to lead rather than react.

Fertility and maternity care can no longer sit in silos, nor can they be treated as niche perks. As Icavelli's experience shows, high-quality, integrated support doesn't just improve outcomes in moments of crisis; it builds trust, loyalty, and long-term engagement with employees at some of the most pivotal points in their lives. At a time when competition for talent is intense, and healthcare costs continue to rise, investing in proactive, clinically guided family benefits is both a people decision and a business one.

To see how Maven can help you turn today’s policy momentum into a meaningful, measurable advantage for your employees and your business, book a demo. 

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